Let’s accept it! The private coaching industry in India is one of the fastest-growing service sectors. In the wake of a competitive examination system, the need for a student to excel is becoming more and more important. Nearly every student in India is gripped by the phenomenon called the ‘Coaching Classes.
Most coaching centres cater to various students like primary and secondary education, IIT-JEE, NEET, CET, medical entrances, law, and management entrances and so on. Not even the biggest economic recession has been able to slow down the industry. A study suggests that the tutorial business is expected to grow to Rs. 75,629 crores in 2018-19. In the past six years, there has been a whopping 35% growth in the private coaching classes industry in India.
The rising aspirations of the students and falling quality of mainstream education have almost made it mandatory for students to seek examination-oriented tuitions. Parents too no longer feel ashamed and instead push their children into such centres. Whether it’s Bangalore, Delhi, Mumbai, Chennai, Kolkata, Pune or even small places such as Bihar or Orissa, not a single person is spared by the word – Coaching! Aakash Institute, TIME and FIITJEE are among the popular ones in India.
While coaching is no longer an option, but a necessity, it may be difficult to establish your centre as there are way too many fish in the sea!
When marketing Indian coaching centres, it is important to identify a medium that reaches two integral audiences that is – parents and students. Only by reaching these two target groups, is half your job done.
To advertise their training and research centre, BASE PU College identified paper cup ads as a medium to effectively reach out to parents via IT Parks and Corporate Offices, and students via colleges.
Established in 1991, BASE – Be Ahead with Sustained Excellence, believes in a self-sustained learning process. They are based out of Bangalore, Karnataka, and have a proven track record of excellence. They offer complete training from Class VIII-XII for the board and competitive exams, IIT-JEE, NEET, CET, KVPY, NTSE and Olympiads.
During the campaign, GingerCup distributed 1 lakh branded paper cups in colleges and corporates in Bangalore. The key target locations included Koramangala, HSR Layout, Outer Ring Road, Silkboard and Sahakarnagar.
Through the campaign, BASE wanted to reach high-impact locations where parents from the uppermost to the bottom stratum of the social hierarchy are located. When it comes to making education choices, parents are a prime marketing demographic. They want their children to get on the fast track to prosperity and are thus striving to get them into the very best educational institutions. They believe that coaching classes are the only gateway to securing admission to prestigious institutes.
GingerCup also took these custom paper cups to PU colleges in Bangalore. Students have the desire to score well and thus are always on the lookout for coaching classes.
With the sudden influx in training and coaching centres, the Indian Education System is becoming increasingly competitive and examination oriented. To help parents make the right choice for their children and for students to get aware of the different tuition centres, it is important to advertise sensibly.
GingerCup recorded promising results for the BASE. For your custom paper cup advertising campaign, write an email to email@example.com.
A similar campaign was carried out for a B-School – Myra.
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